BCP BUILDS RONA CAMPAIGN
By Adnews Staff
Home renovation, decorating and gardening retailer Rona, based in Boucherville, Quebec, is rolling out a new advertising campaign from its Montreal-based agency BCP. Different components of the campaign include a French image effort and an English and French pricing effort. Six 30-seconds television spots comprise the image portion of the campaign. Using the slogan "Building on your imagination," each spot features a customer who has drifted into a dream sequence imagining different items they can build. A series of 15-second English and French spots are promoting products and items on special that particular week. According to Michael Brossard, director of marketing for Rona, the overall campaign is a long-term effort. The retailer's key selling periods are during the spring and fall seasons, he said. Additional components of the campaign will include promotion in the retailer's flyer program as well as regional radio and billboard executions. Rona currently owns and operates 500 stores in Quebec, Ontario and Atlantic Canada. Media buying for Rona is handled by Carat Strategem of Montreal.